This is the story of Roam HR’s brand and website refresh. It covers major design decisions as well as some little ones that impacted conversions.
RESPONSIBILITIES
During the intricate digital transformation of Roam HR’s brand and website refresh, I played a pivotal role in overseeing and executing their vision. Tasked with the challenge of modernizing the visual identity without losing the essence of Roam HR, my responsibilities spanned from major decisions to the most nuanced of design tweaks. I championed the adoption of a contemporary color palette and innovated on the user interface layout, ensuring it interwove perfectly with our brand’s narrative. Beyond the broader strokes, I found the devil was truly in the details. Adjustments in typography, optimizing the positioning of call-to-action buttons, and the delicate balance of graphics were some of my primary focal points. These subtle but crucial changes became instrumental in enhancing conversions. Every step of the way, I endeavored to amplify the user experience, making it as intuitive and engaging as possible. Through my hands-on approach and unwavering dedication, I was proud to be at the forefront of Roam HR’s rebirth, ready to face the future’s challenges.
TALKING TO
REAL PEOPLE
We wanted to validate our own instincts, we did a day of user testing with our target, audience. Most everyone was confused how to navigate the site and app. A few folks remarked that they could see some potential for what the product was trying to accomplish. They understood that we were trying to help them save time and money and wanted to help. Our biggest takeaways were that we had to fix prioritize features and making navigating more intuitive.
STARTING FROM
SCRATCH
In our journey to optimize the user experience for our financial app, we transitioned from the “Mina” typeface to “Roboto”. This change was driven by feedback highlighting the need for enhanced legibility, especially in dense financial contexts. “Roboto”, with its screen-optimized design and versatile weight range, offers improved readability and a more cohesive integration with our evolving Material Design elements. Additionally, its neutral tone, familiarity among Android users, and wide linguistic support align better with our aim to deliver a clear, professional, and universally accessible interface. While “Mina” served us well initially, “Roboto” more aptly addresses our current user needs and design direction.
CTA PLACEMENT
IMPORTANCE
As a UX designer, I incorporated a CTA into the hero section to enhance user engagement and intuitiveness right from their initial interaction with the site. This prime positioning not only offers users a clear directional cue but also boosts potential conversions by capitalizing on the hero’s high visibility. My design choices ensured the CTA seamlessly integrates with the hero’s aesthetics and remains responsive across devices. By adding this CTA, I aimed to create a balanced, user-centric design, marrying functionality with aesthetics, all while facilitating a
smoother user journey.
NATURAL FLOW
As a UX designer, I’ve positioned the submit button on the right side to cater to the instinctive left-to-right reading progression of our primary user base. This choice is grounded in historical conventions set by widely-used software and operating systems, which have conditioned users to anticipate primary actions on the right. By doing so, we guide users through a clear action hierarchy, minimize potential missteps, and maintain consistency across our interface.
BRANDING GUIDELINES
Understanding the unique client base of Roam HR was instrumental in our UX design decisions, particularly regarding typography and color palette. We knew we were catering to freelance professionals in search of reliable assistance with their taxes and financial tracking—a demographic that requires both clarity and assurance. Bright blue, synonymous with trustworthiness and reliability, emerged as an apt choice, especially considering the necessity to build trust with bank partners and investors. Meanwhile, the energetic orange hints at the innovation and creativity inherent in the freelance community, fostering a sense of warmth and approachability. Together, these colors form a harmonious balance, reflecting the stability sought by professionals while also capturing the dynamic spirit of freelancing. This combination ensures that Roam HR’s branding resonates deeply with its audience, leveraging color psychology to enhance user trust and brand perception.
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